One of the common concerns B2B marketers have with a content marketing-focused SEO program is whether the content will align with target audiences and prospective buyers.

While increasing search engine traffic is an exciting premise, B2B marketers know that traffic improvements have to be realized with accurate content, ultimately driving high-quality leads and inquiries.

This information, used in conjunction with developing keyword research, helps our entire team understand the client’s marketing objectives while preparing a content marketing plan designed to improve SEO.

SME Interviews

Interviews with an organization’s subject matter experts (SMEs) have become even more important in matching keyword strategy with B2B products and solutions.

Industry Analysis

When onboarding new client programs, some of the key industry information we want to review includes:

Key conferences and events, particularly those our client participates in, sponsors, exhibits, or has team members engaged in speaking opportunities.

Blogs and third-party publications which are often critical for link building outreach as well.

Analysts and research firms, particularly when working with B2B technology and software organizations.

Influencers in social media communities or associated with industry-related organizations and third-party publications.

Industry analysis provides more than just the broader perspective in how SEO-related keywords can be used for B2B client content. It also provides an opportunity to better understand and discuss important trends and priorities our clients currently have in focus, beyond SEO performance.

PR and Marketing Communications

It’s becoming more common for SEO programs to work in collaboration with PR and marketing communications teams. This coordinated effort can have a positive impact in link building acquisition and generating additional visibility for SEO-centric content marketing assets in particular.

A PR discovery deliverable is one of the first assets content marketers writing for SEO should obtain.

PR teams are at the forefront of a B2B client’s brand communication strategy. As such, the review of their program priorities can add tremendous value when determining how to write SEO-focused material for defined target audiences.

Ongoing Client Communications

Lastly, the ongoing meetings, status updates, and review of deliverables with clients provides invaluable opportunities for content marketers to learn and improve when writing on the organization’s behalf.

Many of our SEO content marketing programs require extensive review and approval across the deliverable process, from concept and outline to final revisions and production ready copy.

In addition to direct feedback, content marketers should pay attention for information on upcoming conferences and events, product/software developments, and key organizational initiatives.

Final Thoughts

For content marketers writing for SEO, there are a series of resources critical for aligning keyword strategy to B2B organizational objectives and target audiences. This includes an organization’s strategic marketing plan, competitive and industry analysis, and the evaluation of PR and ongoing client communications.

Interested in learning more?

A recent Whiteboard Friday from Moz discusses a more SEO-centric perspective on how to “Write for SEO”, taking into account tagging and the writing process. And a recent article from CMI tackles the broader content marketing process five different brands have successfully undertaken.

Here are a few additional KoMarketing posts that may also assist in the SEO content development process:

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Welcome To Our B2B Marketing Blog!

Our goal is to present ideas, thoughts and opinions related to B2B online marketing, with an emphasis in search, social media, and content marketing. We hope to provide an opportunity to engage in discussion and insight related to our campaigns, initiatives, and research in all facets of online marketing for B2B professionals.

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